多邊平台打造生態圈之模式探討 ---以臉書為例

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游翔琳(Hsiang-Lin Yu) 查詢紙本館藏

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產業經濟研究所

論文名稱

多邊平台打造生態圈之模式探討 ---以臉書為例

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摘要(中)

本論文內容分成兩部分．前半部分探討臉書從一般社群網站企業成為平台企業的過程並以MySpace作為比較對象，得到結果為臉書因本質上的不同才是其成為社群網站之王的原因，並非皆因其開放平台．後半部分探討臉書成為平台企業後，如何打造其生態圈。本研究歸納出臉書利用平台技術策略之更新、收購、應用軟體策略佈局來打造生態圈．

摘要(英)

This thesis is divided into two parts. One part is about the process that how Facebook become a platform company. Also, I choose the most similar social network site , MySpace , as the comparison. The result of this part is that Facebook becomes king of SNS is because its essence and the strategy of opening platform. The other part of this thesis is talk about how Facebook build its own ecosystem after it becomes a platform company. I arranged this process under three main heads: the updated technique and strategies of platforms, acquisitions and strategies of applications.

關鍵字(中)

★ 雙邊市場
★ 臉書
★ 平台

關鍵字(英)

★ Two-sided Market
★ Facebook
★ Platform

論文目次

摘要 ................................................................................................................................. i

致謝辭 .............................................................................................................................v

目錄 ............................................................................................................................... vi

圖目錄 ......................................................................................................................... viii

表目錄 ........................................................................................................................... ix

第一章緒論 ...............................................................................................................1

1-1研究動機 ...........................................................................................................1

1-2研究目的 ...........................................................................................................3

1-3研究方法 ...........................................................................................................3

1-3-1個案研究法定義 .....................................................................................3

1-3-2個案選擇的方式與原則 .........................................................................4

1-4研究流程與架構 ...............................................................................................5

1-4-1研究流程 .................................................................................................5

1-4-2論文章節安排 .........................................................................................6

1-5研究範圍與限制 ...............................................................................................6

1-5-1研究範圍 .................................................................................................6

1-5-2研究限制 .................................................................................................7

第二章文獻回顧 .......................................................................................................8

2-1網路外部性 .......................................................................................................8

2-2 先發者優勢 ....................................................................................................10

2-3雙邊市場理論 .................................................................................................11

2-3-1雙邊市場定義 .......................................................................................12

2-3-2雙邊市場多棲行為 ...............................................................................14

2-3-3雙邊市場定價 .......................................................................................15

2-3-4雙邊市場進入戰略 ...............................................................................16

2-4商業模式 .........................................................................................................18

第三章社群網站發展背景 .....................................................................................21

3-1社群網站的定義 .............................................................................................21

3-2早期社群網站歷史 .........................................................................................21

3-3目前全球社群網站發展近況 .........................................................................24

3-4網路使用觀念的演進 .....................................................................................25

第四章個案分析---臉書公司 .................................................................................27

4-1企業發展歷史 .................................................................................................27

vii

4-1-1臉書公司發展歷史 ...............................................................................27

4-1-2臉書與過去市佔第一的社群網站MySpace做比較 .........................27

4-2臉書2007年開放平台後成為平台企業 .......................................................34

4-2-1開放平台定義與內涵 ...........................................................................34

4-2-2臉書與MySpace開放平台策略之不同 .............................................37

4-2-3小結 .......................................................................................................40

4-3臉書生態圈的建立 .........................................................................................40

4-3-1臉書的商業模式 ...................................................................................41

4-3-2臉書生態圈建立之佈局 .......................................................................46

4-3-3小結 .......................................................................................................56

第五章結論與建議 .................................................................................................59

5-1結論 ..........................................................................................................59

5-2對後進社群網站之建議 ..........................................................................60

5-3對後續研究之建議 ..................................................................................60

(一)英文文獻 .........................................................................................................69

(二)中文文獻 .........................................................................................................71

(三)網路資源 .........................................................................................................71

參考文獻

(一)英文文獻

1. Armstrong, M. (2006). Competition in two‐sided markets. The RAND Journal of Economics, 37(3), 668-691.

2. Boyd, D. (2007). Why youth (heart) social network sites: The role of networked publics in teenage social life. MacArthur foundation series on digital learning–Youth, identity, and digital media volume, 119-142.

3. Boudreau, K. J., & Hagiu, A. (2008). Platform rules: Multi-sided platforms as regulators. Available at SSRN 1269966.

4. Dwyer, C., Hiltz, S., & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. AMCIS 2007 Proceedings, 339.

5. Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.

6. Evans, D. S. (2003). Some empirical aspects of multi-sided platform industries. Review of Network Economics, 2(3).

7. Evans, D. S., & Schmalensee, R. (2008). Markets with two-sided platforms. Issues in competition law and policy (aba section of antitrust law), 1.

8. Evans, D. S. (2003). The Antitrust Economics of Multi-Sided Platform Markets. Yale Journal on Regulation, 20(2), 325-381.

9. Evans, D. S., & Schmalensee, R. (2010). Failure to launch: Critical mass in platform businesses. Review of Network Economics, 9(4).

10. Evans, D. S., & Schmalensee, R. (2010). Failure to launch: Critical mass in platform businesses. Review of Network Economics, 9(4).

11. Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard business review, 84(10), 92.

12. Hagiu, A., & Eisenmann, T. (2007). A staged solution to the catch-22. Harvard Business Review, 85(11), 25-26.

13. Hagiu, A. (2009). Multi-sided platforms: From microfoundations to design and expansion strategies. Harvard Business School Strategy Unit Working Paper, (09-115).

14. Hagiu, A. (2014). Strategic decisions for multisided platforms. MIT Sloan Management Review, 55(2), 71.

15. Hagiu, A., & Wright, J. (2015). Multi-sided platforms. International Journal of Industrial Organization.

16. Hagiu, A. (2009). Multi-sided platforms: From microfoundations to design and expansion strategies. Harvard Business School Strategy Unit Working Paper, (09-115).

17. Jung, G., & Lee, B. (2011, July). How Did Facebook Outspace Myspace With Open Innovation? An Analysis Of Network Competition With Changes Of Network Topology. In PACIS (p. 88).

18. Katz, M. L., & Shapiro, C. (1985). Network externalities, competition, and compatibility. The American economic review, 424-440.

19. Lieberman, M. B., & Montgomery, D. B. (1988). First-mover advantages. Strategic management journal, 9(1), 41-58.

20. McCarthy, C. (2010). Facebook F8: one graph to rule them all. CNET News.

21. Nazir, A., Raza, S., & Chuah, C. N. (2008, October). Unveiling facebook: a measurement study of social network based applications. In Proceedings of the 8th ACM SIGCOMM conference on Internet measurement (pp. 43-56). ACM.

22. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.

23. Rochet, J. C., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 990-1029.

Sloan Management Review, 55(2), 71.

24. Rochet, J. C., & Tirole, J. (2006). Two‐sided markets: a progress report. The RAND Journal of Economics, 37(3), 645-667.

25. Sun, M., & Tse, E. (2007). When does the winner take all in two-sided markets?. Review of Network Economics, 6(1).

26. Stake, R. E. (1995). The art of case study research. Sage.

27. Shy, O. (2001). The economics of network industries. Cambridge University Press.

28. Varian, H. R., & Shapiro, C. (1999). Information rules: a strategic guide to the network economy. Harvard Business School Press, Cambridge.

29. Yin, R. K. (1985). Case Study Research: Design and Methods. Revised Edition, Beverly Hills, CA: Sage.

30. Yin, R. K. (2003). Applications of Case Study Research.

(二)中文文獻

1. 丁欣、李堯、李燁，(2010)，「探索中國社群網路SNS：發展現狀、營運模式與平台策略」，新北市：博碩。

2. 大衛．埃文凡斯、理查．施馬蘭奇，(2007)，「企業觸媒策略：觸媒型企業多邊平台的制勝法則，Catalyst Code: The Strategies Behind the World’s Most Dynamic Companies」，台北市：天下雜誌。

3. 大衛．柯克派崔克，(2011)，李芳齡，「facebook臉書效應：從0到7億的串連，The facebook Effect: The Inside Story of the company That is Connecting the World」，台北市：天下雜誌。

4. 朱麗亞‧盎格文，(2011)，呂敬嬌，「誰偷了MySpace」，中國北京：中信出版社。

5. 許瞻桂，(2006)，「新創事業資源取得時機與市場進入時機之探討」，國立政治大學企業管理學系博士論文。

6. 陳威如, 余卓軒，(2013)，「平台革命：席捲全球社交、購物、遊戲、媒體的商業模式創新」，台北市：商周出版。

7. 陳正倉、林惠玲、陳忠榮、莊春發，(2007)，「產業經濟學(二版)」，台北市：雙葉書廊。

8. 張慶勳，(2011)，「論文寫作軟實力：悠遊在研究寫作天地中」，台北市：五南圖書出版。

9. 楊長明，(2010)，「以OpenSocialAPI開發不同社交網站可以重用的社交軟體元件」，中原大學資訊管理學系研究所碩士論文。

10. 顏瓊玉，(2012)，「以多邊平台觀點探討線上軟體平台對外部開發者之守門機制: 以App Store和Android Market為例」，國立政治大學科技管理研究所碩士論文。

11. 劉文良，(2014)，「網路行銷：3A時代來臨(第四版)」，台北市：碁峰資訊。

(三)網路資源

1. 臉書新聞室 https://newsroom.fb.com/company-info/

2. 數位時代 http://www.bnext.com.tw/

3. Statista http://www.statista.com/

4. TechCrunch http://techcrunch.com

5. ComScore http://www.comscore.com

6. 創市際市調研究顧問 http://www.insightxplorer.com/index.html

7. eMarketer http://www.emarketer.com

8. Businss Insider http://www.businessinsider.com

指導教授

王弓、張明宗(Kung Wang Ming-chung Chang)

審核日期

2015-8-26

推文